Campbell Alliance Presentation at PMSA Conference to Focus on the Changing Face of the Primary Care Selling Environment

May 13, 2005


Campbell Alliance, the leading management consulting firm specializing in the pharmaceutical and biotech industries, today announced that Garry O’Grady, vice president of its Sales Practice, will be presenting at the Pharmaceutical Management Science Association (PMSA) 2005 Conference to be held May 15-18, 2005 at The Gaylord Opryland Resort in Nashville, Tenn.


O’Grady’s presentation, titled “Strategic Issues in the Pharmaceutical Industry Viewed Through the Sales Leadership Lens,” will provide participants strategic insights into the changing primary care (PC) marketplace and its effect on their PC sales organizations.  His presentation is in the “Incentive Compensation and Sales Force Effectiveness” track and will be held on May 16 from 3:05 p.m. – 3:35 p.m.

The presentation will begin with a brief analysis of the current situation in PC and then examine the trends and issues that will affect how PC sales forces will operate over the next five years.  The basis of the presentation stems from the results of Campbell Alliance’s Sales Leadership Forum, which includes survey data from 775 representatives and district managers operating in the PC space, as well as the results of interviews conducted with over 50 sales and sales support leaders from leading pharmaceutical companies.  The Sales Leadership Forum analyzed the effects of reduced physician access, increased managed care influence, the Medicare prescription drug benefit, state-level issues, and other factors on several key aspects of sales.  These include role and skills of sales reps; design of the sales organization; approach to training and coaching; targeting and account management; incentive compensation; and sales force sizing.


“In analyzing the productivity of pharmaceutical sales forces in the primary care arena, it is critical to understand the direct effect of those factors driving or hindering performance in the marketplace.  The purpose of our presentation at PMSA is to provoke creative thinking about the ways pharmaceutical and biotech sales forces might shift their sales strategies in response to these emerging trends,” O’Grady commented.


Mr. O’Grady was an award-winning sales professional before becoming a consultant to pharmaceutical and biotech companies.  As the leader of the Sales Practice at Campbell Alliance, he brings an impressive background in both line management and direct sales to the firm.  Mr. O’Grady received his MBA from the University of North Carolina at Chapel Hill and his BS degree from the United States Military Academy, West Point.


The PMSA Conference is an annual event designed to raise awareness and promote the use of management science in the pharmaceutical industry by fostering the exchange of ideas, challenges, and learning to increase the overall level of knowledge in this area.  The conference will include more than 50 speakers and an exhibit hall with 25 vendors. Campbell Alliance can be found at booth #2.  For more information, please visit



About the Sales Practice at Campbell Alliance


The Sales Practice at Campbell Alliance helps pharmaceutical companies maximize the value they receive from their greatest promotional investment—their sales forces. Service offerings of the Sales Practice include sales force design (organizational structure), sales strategy development (size, structure, alignment, and targeting), sales force effectiveness and productivity consulting, and sales force assessment and training.


Effective delivery of the Sales Practice’s services requires a combination of quantitative and qualitative skills not often found among its competitors. The practice focuses on four key areas in sales:


  • Deployment (targeting, size, structure, and alignment)
  • Support (marketing support, communications, sales force automation)
  • Motivation (incentive compensation, recognition, professional development, confidence in management)
  • Ability (recruiting, training, assessment)



About Campbell Alliance


Campbell Alliance is the leading management consulting firm specializing in the pharmaceutical and biotechnology industries. The firm's clients include most of the world's "top 20" pharmaceutical companies, as well as numerous emerging and midsize firms. Campbell Alliance is organized into practice areas, each specializing in a critical industry function, including Brand Management, Business Development, Clinical Development, Managed Markets, and Sales. From its locations in Raleigh, N.C., Parsippany, N.J., Woodland Hills, Calif., and New York City, the firm serves clients throughout North America, Europe, and Japan.  For more information on Campbell Alliance, please visit

inVentiv Health Consulting offers world class healthcare consulting services.

Media Contact:

Stephanie Koenig